SAMSUNG FLAGSHIPS – UNFOLD WHERE HIDDEN LIFE MATTERS
The Q7B7 campaign launched with the core message:
“Unfold When Life Matters”, positioning the device as a tool that empowers users to lead their lives while unfolding deep connections during significant life moments.
Now entering the Sustain Phase, the brand must maintain momentum while deepening emotional resonance and cultural relevance.
In what new and relevant life moments can Q7B7 prove its value, making it worth switching or upgrading for?
Evolve the narrative beyond the product, and make Q7B7 the device for meaningful life moments.
Most people overlook life’s fragments as meaningless and let them disappear.
Yet deep down, we know that life isn’t only lived in the “big moments”; it’s made up of small, everyday pieces that quietly define us.
What seems small or forgettable may later become the very thing that defines us.
Unfold When the Invisible Parts of Life Matter
Q7B7 captures, archives, and resurfaces these everyday fragments through Generative Edit, Audio Eraser, Ultra Screen, and Advanced Camera Quality, turning overlooked moments into stories that define who we are.
A Museum of Forgotten Items
A user-built digital space, powered by Flip/Fold, that curates life’s overlooked artifacts.
The museum could be activated through social storytelling, pop-up installations, or digital screens, celebrating the quiet pieces of life we often forget.
Tension
People are quick to see life only when it’s visible, loud, or polished.
What doesn’t fit these markers is dismissed as trivial, irrelevant, or absent.
What many see as an absence of life is often where life most vividly survives.
Unfold When Hidden Life Matters
From being overlooked to being seen, from fading out to being amplified.
Q7B7 acts as a co-creation tool that captures, relives, regenerates, and amplifies the parts of life that are often ignored or hidden.
- Foldables enable the preservation of Vietnam’s endangered dialects like Cham, Bahnar, and H’Mông, which are fading as younger generations adopt dominant languages. Once lost, these words vanish permanently, erasing cultural memory.
- Foldables enable the visually impaired and non-verbal communities to make their rich inner worlds legible. Their gestures, visuals, and sensory expressions are full of meaning, but often inaccessible to mainstream society.
- Foldables enable the emotional decoding of children and vulnerable groups, who can’t always express emotions directly. What may seem like “meaningless” doodles or sounds can reveal hidden trauma or feelings when captured and interpreted in therapy.